Daguerreian Society

I'm squeezing this one in before the end of the day...
On this day (July 16) in the year 1842, the following advertisement
appeared in the "Cardiff and Merthyr Guardian" (Cardiff, Wales):
- - - - - - - - - -

                   MR. BEARD'S.
                  TO CAPITALISTS.
THE above truly wonderful and admired invention--so
greatly patronised in London, and which elicits, by a
simple and nearly momentary process,
of Face, Figure, and Dress, with all the beauty of Mezzotint
Engraving--now presents a most favourable opportunity to
Gentlemen of an enterprising and business-like turn.
  Mr. Beard (the sole Patentee) begs to offer for Sale the
Entire and Exclusive Right of Exercising his Patent for the
Country of Glamorgan, except Swansea, upon the following
Terms: That is to say, 250, to be paid down; Monmouth-
shire (not to include Cardiff.) 400, to be down; or 250
and 15 per Cent. On Gross Receipts; 200 and 20 per Cent.
on Gross Receipts.
  Established in London after an outlay of nearly 20,000,
the purchase of the Patent Right for the country may be
made a source of immense profit, from the many advantages
connected with the Photographic Apparatus.
  It is small and portable, and may be moved from place to
place with the greatest facility! And the method of working
it may be taught in a few lessons.  Its entire cost, with
necessary accompaniments, does not exceed 30; while the
expense of the Metallic Plates upon which the Portraits are
reflected, is 1s. each for the Bust size, (charged 1 1s.,) and
3s. 6d. for the Full-Length size, (charged 2 2s.)  Besides
being regularly established in Cities and large Towns, the
apparatus, by means of a tent or portable room, &c., may be
perambulated and used in small Towns and Villages, and
prices may be charged commensurate with the views of the
Licentiate,--a palpable advantage in Sub-letting Houses*.
  When indeed the extreme popularity of the Photographic
Portraiture is reflected upon,--the beauty and fidelity of its
delineation, the extraordinary quickness of its operation, and
the high ready money prices it commands,--it would be easy
to show that the introduction of the patent throughout a
Country must necessarily be productive of a large Annual
Income for the residue of its term, which is nearly twelve
  Apply to Mr. Beard, at either of his three London Estab-
lishments; at the Royal Polytechnic Institution, Regent
Street; No. 34 Parliament Street; or No. 85, King William
Street, City.  A few of the eulogiums of the Press upon Mr.
Beard's Daguerreotype Portraiture:--
  "The likenesses admirable, and closely true to nature."
 . .Times.
  "One of the most beautiful and gratifying inventions that
has ever done honour to ingenuity." . .Morning Herald.
  "The portraits taken by this means are really extraordinary
likenesses." . .Morning Chronicle.
  "It is nature herself." . .Advertiser.
  "Altogether this is a most wonderful and extraordinary
exhibition." . .Observer.

*("Houses" may be incorrect--the printing is fairly illegible)
With thanks to Stephen Rowson of Cardiff, South Wales, for this text.
Posted for your enjoyment.     Gary W. Ewer     

Return to: DagNews 1997

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